Development Of Digital Marketing Research Articles

Formation and development of digital marketing in a business environment

Formation and development of digital marketing in a business environment

GENESIS OF DIGITAL MARKETING IN THE AGE OF DIGITAL REVOLUTION

The article discusses the features of digital marketing in relation to classical, traditional marketing. A special attention is devoted to a review of digital communications and digital marketing tools, which by their nature are targeted, interactive and integrative. The research analyses the technology of digital marketing algorithmization describing the sequence of management decisions made to adapt developing digital marketing tools to the company’s activities. As part of the consideration of modern trends in the development of digital marketing, the author has identified the most effective tools applied by companies using web analytics to monitor the target and potential audience, and the behavior of recipients of communication messages in order to make decisions on the use of digital resources. Particular attention in the article is paid to the complex of integrated B2B and B2C tools, and various methods and techniques of interaction with consumers. As a result of the study of this topic, the author draws conclusions about the changing conditions for functioning of digital marketing tools within the framework of the new technological structure and Industry 4.0.Key words: digital marketing, digital marketing channels and tools, social networks, digital technology, integrated marketing communications, internet marketing.

Adapting digital marketing to artificial intelligence

Methods. In recent years, marketing has reached a point of evolution where adapting to digital trends is essential. In many situations, the platforms used for online promotion include algorithms to identify the best combinations. Specific research methods were used: analysis and synthesis - when identifying new trends in digital marketing, in particular, the use of keywords for sustainable business; classifications – for grouping the most common keyword research tools in digital marketing. Results. The article provides research that highlights the current position of digital marketing. It has been demonstrated that a new sub-industry is actively growing in the modern marketing industry – automated marketing, which is characterized, among other things, by the inclusion of voice search in marketing or keyword identification methods. and the inclusion of voice search in marketing or keyword identification methods. The most common keyword research tools in digital marketing are identified, the effectiveness of their application in the practical activities of a marketer is shown. The results of the authors in this article show a change from digital marketing to intelligent marketing using artificial intelligence. Novelty. Modern trends in the development of digital marketing are identified, and the specifics of its new form – Intellectual marketing – are highlighted. Features of adapting the modern marketing model to artificial intelligence are demonstrated. Practical value. The paper reviews the current state of artificial intelligence in marketing processes and provides a consistent model using an intelligent marketing solution that can improve website visibility through keywords.

Optimasi Desain Packaging dan Digital Marketing UMKM Dapoer Umi Navisah

Purpose: This activity aims to provide MSMEs to create packaging and to grow sales through the development of digital marketing. Methodology: This activity assists with applying MSMEs through the marketplace, help to promote products, manage sales, and develop, and give instruction on how to create a design for packaging product. Results: This dedication output improves knowledge of packaging products, registering MSME addresses to google maps and creating food services delivery accounts, understanding how to expand the market and sales reach. Conclusions: The activities carried out by the PKM Team so that Dapoer Umi Navisah MSMEs become more competitive MSMEs include the Development of packaging designs and the Development of digital marketing. Limitations: Researchers realize that in a study there must be many obstacles and obstacles. One of the factors that became obstacles and obstacles in this study was the time and place of research. Contribution: These MSMEs have helped absorb labor in the city of Depok, especially the Sukmajaya sub-district. One strategy that can be used to survive this challenge is to maximize online sales.

Implementation of Artificial Intelligence in Digital Marketing Development: a Thematic Review and Practical Exploration

This study aims to synthesize a comprehensive view of the use of AI in each stage of a series of marketing campaigns, including the stages of planning, initiating the marketing concept, marketing design, implementation and monitoring, and evaluation. By using the Systematic Literature Review (SLR) method, this study will try to "summarize" the use of AI in every stage of marketing that is studied in existing scientific research. It was concluded that with a variety of AI tools, AI can be used to understand target audiences, personalize marketing content to make it relevant, help understand consumer behavior and preferences based on data and analysis. , formulate verbal and visual digital marketing content, and monitor and evaluate the performance of advertising campaigns effectively.

Trends in the development of digital marketing in modern business conditions

Relevance of the research topic. Marketing methods of market research have evolved along with changes in the way consumers obtain information. Radio advertising, television advertising, with the advent of the Internet, lost their relevance. Quarantine restrictions caused by the COVID-19 pandemic became an important factor that further expanded the scope of digital marketing. Although television remains the primary advertising medium for many companies, studies have shown that digital marketing is the most effective form of marketing and allows companies to reach a global audience on the Internet.Digital technologies have become an integral part of modern life human, adigital marketing is one of the main driving forces of business in the XXI century. Formulation of the problem. As research shows, most potential consumers use smartphones and are interested in products before buying them on the Internet. With digital marketing, companies can tailor data to target audiences based on factors such as gender, age, location, interests, and education. Companies can also retarget potential customers who are already familiar with their brand using different methods and messages for each audience. Therefore, classic advertising and methods of product promotion with its help are no longer of decisive importance for companies. Selection of unexplored parts of the general problem. Nowthe marketing industry is going through a period of adaptation of traditional information and advertising methods of conducting business to digital ones. However, not all organizations and companies have adopted modern sales promotion technologies and adapted to digital marketing. Such a situation requires additional research to create the latest digital marketing strategies and analyze the organization's marketing environment. Setting the task, the goal of the research. The purpose of the research is to analyze trends in the development of digital marketing and channelswhich should be used by modern business to achieve sustainable results. Research method or methodology. The research is based on the principles of a systematic approach to the study of digital marketing trends, the work of domestic and foreign scientists in this field. To achieve the objectives, the following methods were used: logical, statistical, method of comparison and observation. Presenting main material. At the current stage of development, people's consciousness and lifestyle have undergone significant changes under the influence of informational and socio-cultural factors. To promote a product or brand, it is no longer enough to use conventional marketing methods, such as advertising and promotions, because they do not affect consumer awareness and usually do not bring the desired effect. Marketing activity in the modern world is based on the concept of integrated marketing communications. This concept involves the planning of marketing communications, which requires an assessment of the role of each of its elements (advertising, PR, personal selling, promotions, exhibitions, packaging, direct marketing, etc.) The effective impact of corporate communications programs on brand promotion [1]. Field of application of results. The results of the research can be used by marketers in the study of modern trends in the development of digital marketing, the search for the most effective technologies, with the aim of implementing them to increase the competitiveness and efficiency of business. Conclusions according to the article. ANDintensive development and use of digital information and communication technologies in the modern globalized information society has led to the active implementation of digital marketing in business activities. The use of digital marketing tools and methods by businesses significantly affects the behavior of the target audience, activates loyalty programs, helps to strengthen the image, achieve the planned marketing goals, the competitive position of the business and, in general, increase the efficiency of business activities. And these trends will only intensify.

Digital marketing development in increasing Russian customer by The Apurva Kempinski Bali

This research aims to analyse digital marketing to be implemented to increase Russian customer and to design which model of digital marketing to able to increase Russian customer at The Apurva Kempinski Bali. Data collection done by observative participation, interview and focus group discussion with 15 respondents whom meets competence criteria of digital marketing and tourism industry. The research conducted by qualitative analysis data by Miles and Huberman Technique, supported by Nvivo 12 Pro software. The research result shows that The Apurva Kempinski Bali meets criteria of Resource Base View and 7P Marketing Mix, it showcases at the hotel has competitive advantage. This research finds hybrid model Candi Crandra Sangkala that combined with RACE model by Dave Chaffey and Spectacular Journey Compass as customer engagement reference at The Apurva Kempinski Bali.

Developing and implementing digital marketing strategies of the future: toward improving product quality and competitiveness

The development of tools and technologies of the fourth industrial revolution wave has a direct impact on almost the entire multifaceted space of human activity, and the marketing industry is not an exception. The influence of digital tools on the marketing sphere is undeniable and shapes the modern paradigm of digital marketing. The analysis of the current digital technologies and tools state used by marketing organisations in their professional activities, as well as analytical forecasts of the likely development of digital marketing, create a relevant background for determining the development benchmarks of the marketing industry as a whole. In this study 500 specialised publications and scientific papers on digital marketing for the period 2018-2023 were analysed. The chosen papers were cited 20492 times and interpreted into 423 taxonomic units, which were combined into 15 clusters using 6416 connections. In order to correlate the results of the bibliometric analysis, a survey of the management of 50 marketing companies and agencies in Ukraine was additionally conducted with a focus on the impact of the results of specialised scientific works and digital marketing tools on the organisation of their target activities. It was found that the focused scientific research has little impact on the activities of marketing companies. However, companies actively monitor scientometric indicators and make attempts to integrate scientific developments into the future of marketing. It has been found that modern digital marketing tools are focused on the Internet and social media, and future tools are aimed at studying emotional intelligence and consumer behavioural patterns. It is recommended to use a probable comprehensive strategy for the future of digital marketing that combines current and future tools in order to improve the quality and competitiveness of products. Further research in the field of digital marketing could focus on the study of new technologies and their impact on the strategies and practices of marketing organisations. Particular attention should be paid to the development of methods for analysing big data, artificial intelligence, and machine learning to optimise marketing campaigns and identify potential consumers. The scientific novelty of the current work stems from the focus on determining the impact of scientific research on the activities of marketing companies and sets the direction of the future of digital marketing based on the use of the latest technologies and developments. In addition, the study proposes a comprehensive marketing strategy that covers various measures aimed at improving the quality and competitiveness of products, taking into account the technological requirements of the modern world. The practical significance of the study lies in the fact that it can be used by the management of marketing companies to focus on the future development of their activities and formulate a strategy that covers important aspects of digital marketing. The research can also be used in scientific studies that examine the relationship between scientific research and the field of marketing. In addition, the results of the study can serve as a basis for further research on digital marketing and its impact on entrepreneurship.

PELATIHAN TEKNIK PEMASARAN DIGITAL PADA MASYARAKAT DI DESA JAYABAKTI

The purpose of implementing community service is to improve the quality of human resources in understanding digital marketing in the village of Jayabakti. The development of digital marketing is still not well understood by the public because of the lack of directors and training on digital marketing. The method of implementing community service applies socialization and training methods to advance marketing in the Jayabakti Village community. Implementation of community service is carried out with three activities (1) digital marketing outreach, (2) training in marketing techniques through digital media or social media, (3) marketing consulting. The results of community service activities are proven by the level of understanding of the community regarding digital marketing and MSME actors who have started using social media as product marketing.

THE CONCEPT OF DIGITAL MARKETING 4.0: EVOLUTION, CHARACTERISTICS, TYPOLOGY

The relevance of the research topic is that digital marketing 4.0 is a new type of marketing that has not been developed in the management and economic literature. Digital marketing 4.0 is developing in the era of new digital technologies, refers to a marketing method that uses the Internet, computer communication technologies and digital interactive media to achieve marketing goals. Digital marketing 4.0 uses advanced computer networking technology to seek the development of new markets and find new customers in the most efficient and cost-effective way. The term “digital marketing” first appeared in the 1990s, and since 2000, it has become more sophisticated and considered an effective way to create deeper and more interactive relationships with customers. The development of digital marketing continues to grow. The book “Marketing Revolution 4.0: From Traditional to Digital” emphasizes that digital marketing is another evolution of marketing in which demand management is the core of marketing. The purpose of the article is to analyze the theoretical and practical aspects of the formation and development of digital marketing in the era of marketing 3.0 and 4.0. Digital marketing 4.0 is the practice of promoting products and services through digital communication channels for timely, relevant, individual and cost-effective communication with consumers. Digital marketing includes many Internet marketing (network marketing) techniques and practices. Research result: It has been studied the evolution of the digital marketing concept from 1.0 to 4.0. The process of managing digital marketing as a complex social and communication system is revealed. The mechanism of digital marketing implementation is explained. The directions and strategies of digital marketing are analyzed. The typology of digital marketing is revealed. The future development of digital marketing is shown. Further research should be aimed at assessing the possibility and adaptation of digital marketing 4.0 developments for use in the digital economy and further development of domestic marketing in the digital age.

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The article presents trends in the digital transformation of banking marketing, analyzes the current state of digital marketing in commercial banks of the Republic of Armenia, in particular, a comparative analysis of the digital marketing tools and methods used by some Armenian commercial banks was carried out, and identified existing problems and opportunities for the further development of digital marketing in commercial banks of Armenia.

Scope, Opportunities and Challenges of Digital Marketing in Indian Context

Consumer expectations and needs have taken on a shape as a result of Internet reform and the nation's economic expansion, making service comfort and delight critical factors in product choice. Numerous brands continue to assess the shifting consumer needs, create appropriate products, and locate markets to connect with the right consumers. This digital revolution has opened up a brand-new market on the Internet where everything and everything is available for exploration, review, and virtual experience. India, a nation with a developing economy, was taken into consideration when writing this essay to explain the idea and context of several trends in digital marketing. The essay will provide details on the range of various digital developments and their potential future applications. Leaders discussed borderless economic reforms connecting new business actors to invest in countries with expanding economies at the 2019 United Nations meeting. Digital platforms will be crucial in this case for small businesses as well as large MNCs assessed in the requirement area of digital marketing to bring about a borderless and seamless economy. Besides In India, digital marketing is expanding quickly. Digital marketing is being used by several Indian businesses to their benefit. Digital marketing alone cannot guarantee the success of a marketing effort. Instead, for any marketing effort to be successful, it must fully utilize the potential of the numerous marketing approaches available in both traditional and modern marketing. Startups that frequently used digital marketing failed. This paper's content includes some noteworthy facts about the development of digital marketing in India, expanding industry trends, and the significance of concentrating on comprehending the viewpoint of marketing experts. The study's findings also suggest that digital marketing will continue to develop quickly in India. However, recognizing professional perception is important for future sustainable growth. This article is unique and best suited for students to capture many new terminologies of digital marketing and deliver the greatest clarity on future trends of digitalization since it has referenced to collective investigations and survey inputs from diverse sources and employed mixed secondary data methodologies. A brief study of the agricultural sector in regard to digital marketing has been conducted. This article discusses research on digital marketing that satisfies people's current needs while limiting Internet usage to what is best and safest for everyone in the twenty-first century

A Co-Word and Co-Citation Analysis of Digital Marketing Research

As one of the most recent forms of marketing, digital marketing has emerged as the fastest-growing sector of the industry. A large number of academic studies have been published on different aspects of this field. The main objectives of this paper are to illustrate the evolution of the marketing field, examine the research focuses, and identify the future trends of digital marketing research using a combined bibliometric approach of co-word and co-citation analysis. Using the Web of Science (WoS) database, a representative set of 254 academic publications was selected and analyzed by VOSviewer software. The co-citation results represent four main research clusters, including digital marketing and business performance, opportunities and challenges, digital marketing development and research methodology, and digital marketing and customer behaviour. Similarly, the results of the co-keyword analysis reveal six themes, including foundation, digital marketing implications, digital marketing channels, content marketing, business sectors, and emerging trends.

ОMNICHANNEL MARKETING AS A NEW OPPORTUNITY TO BUILD AN EFFECTIVE CONSUMER INTERACTION STRATEGY

The article is devoted to research and definition of the principles of omnichannel marketing technology and its rationale as an effective way to interact with the consumer and increase the efficiency of the enterprise. Whereas, in the conditions of growth of digital economy and production of information technologies, new approaches to marketing activity are formed. With the development of digital marketing, there is a need for new strategic approaches and technologies that can retain existing customers and attract new ones, build long-term relationships, and increase their LTV, especially when the consumer journey is not direct. The main goal of omnichannel marketing approach is to create a simple and comfortable customer experience that allows the consumer, regardless of location and information device, to contact the company (brand). The implementation of omnichannel approach in marketing will have a positive effect on sales, customer confidence, and therefore the desire to return to make repeat purchases. The company can more effectively determine the range of products or services, price management and customer LTV. This will attract new customers, expand market share, help analyze customer behavior and personalize the sales funnel. Ultimately, all these things give an opportunity to improve the efficiency of sales and business in general. The results can be used in determining the marketing strategy of the enterprise, which will improve interaction with consumers and increase the financial efficiency of the enterprise.

Proposed Development Strategy for Green Diesel Product in Industrial Fuel Market

PTM is one of Indonesia Energy Enterprise which is carried out integrated energy business by covering exploration & production, refinery, marketing & distribution, and new & renewable energy business based on strong commercial principles. Industrial Fuel Marketing (IFM) division is part of Company’s Commercial & Trading business, established to bring various of product into domestic industrial fuel market and marine sectors. Currently IFM as market leader which is hold the market more than 70% Share. PTM is assigned by shareholder to develop Biorefinery with capacity 20,000 Barrel/Day in 2019. Biorefinery will produce Green Diesel from Crude Palm Oil (CPO) as main product with catalytic processing. Shareholder willing to implement the Biorefinery for alternative fuel sources to reduce dependence on petroleum-based fuels, as well as to reduce climate change and reduce fossil fuel import. There are several issues regarding Biorefinery business in term of Green Diesel Market which are higher CPO price than crude oil price therefore the Green Diesel price will be higher than Petroleum Diesel. In accordance with those issues, it will need business strategic in Biorefinery implementation. In this case, Author will propose strategic marketing of Green Diesel to penetrate domestic Industrial Fuel Market. Unfortunately, In Industrial Fuel sector there is open competition among fuel suppliers which currently more than 230 suppliers. The object of this research is developing business strategy for Green Diesel product in Industrial Fuel Market (IFM). To develop business strategy, the conceptual framework is necessary to have right alternatives strategies that are appropriate for the company. This research will carry out the external and internal analysis, for external analysis using Market Analysis, Porter Five Forces Analysis, Competitor Analysis and Consumer Analysis. Whereas the internal analysis will use 4P Marketing Mix, Existing Business Model Canvas and VRIO Framework. The first stage will be internal external factor evaluation, then the matching stage will use TOWS (Threats, Opportunities, Weakness, Strengths) Matrix to develop alternative strategies, in the end of the stage the final analysis will use QSPM (Quantitative Strategic Planning Matrix) to evaluate the feasibility of each of these alternative strategies. Based on QSPM there are top five strategies feasible to be implemented which is Development of target market priority on SOE and government institution, coopetition strategy, development of digital marketing, development of employee capabilities on Green Diesel Business and development of flexibility term of Payment (TOP).

Strategi Pemasaran Produk Industri Rumah Tangga Melalui Penerapan Digital Marketing Di Rt.06 Rw.03 Kelurahan Padang Jati Kota Bengkulu

One of the efforts to improve home industry products and expand the market, especially micro businesses in RT.06 RW.03, Padang Jati Village, Bengkulu City, carried out socialization and guidance to these business actors by utilizing social media as a product marketing tool. With the understanding of business actors about digital, the selling power of products can increase by way of sales that are responsive to consumer needs. The methods of field work carried out by students when doing community service are as follows: (1). Students who do service will visit home industry business owners (2). With an agreement on time and place for the socialization and development of digital marketing which was carried out in RT.06 RW.03 Kelurahan Padang Jati, Bengkulu City, which has 13 household units and is located in the nearest location. (3). Then socialization and training on creating social media accounts were held according to the needs of these business actors

Business Competitiveness Strategies of Tax Consulting Firm amidst Covid-19 Pandemic (Case Study at PT XYZ)

This study aims to examine the competitive strategies of companies in facing the challenges of the Covid-19 pandemic with a case study on a tax consulting firm in Jakarta ("PT XYZ"). PT XYZ was selected because, during the pandemic, it employs even more employees, with the current number of permanent employees above a hundred. We use qualitative methods in conducting this study with data collection through in-depth interviews and analysis techniques using SWOT analysis. This study indicates that it is becoming increasingly necessary for firms to have a competitive strategy in order to address the challenges of the coming years. Digital marketing development should be focused to ensure long-term survival and profitability, particularly for PT XYZ and other tax consulting firms in a similar situation. This study adds to laying the groundwork for firms to become more resilient by converting challenges to growth opportunities.

Digital Marketing and Business

Digital technologies have led to significant transformations in economic activity. One such area is marketing that is an important part of any business. The main trend in the digital economy is the abundance of information. The application of Internet technological advancement activities in marketing gives the possibility to customer feedback as well as helps to raise awareness of the company's products while promoting their products. The application of Internet technological advances in the modern conditions of marketing activities allows firms to reduce marketing costs, to expand the customer base, to increase the effectiveness of advertising activities and, most importantly, to find the target audience. In the article are considered the problems of implementation of digital marketing means by business in Georgia. There is explained the essence of digital marketing, is analyzed its singularities from internet marketing. Additionally, there are determined the tasks of marketing activity of small and medium enterprises in digital environment. In the article there are stated the basic tendencies of digital marketing development. Keywords: digital marketing, small and medium business, internet marketing, information field, digital marketing tools, business tendencies.

Інструменти digital-маркетингу у комплексному просуванні

This article discusses in detail the most important aspects of digital marketing, its essence and specific features. Theoretical analysis is devoted to the problems of using digital marketing tools in complex promotion as a strategy for increasing the efficiency and competitiveness of a business. It is noted that in the literature there is no single approach to a clear definition of this concept, therefore, approaches to understanding related concepts are considered. The features of the introduction of individual modern digital marketing tools have been studied. In addition, the article analyzes the main trends in the development of digital marketing in Ukraine and draws a conclusion about the prospects for using various digital tools in the Ukrainian market in 2022.

The Impact of Artificial Intelligence Applications on the Digital Marketing Development on the Telecommunications Companies in Jordan

This research mainly aims to analyze the main effect of the Artificial Intelligence applications; neural networks, expert systems and evolutionary computation, on digital marketing development. Specifically, the aim is to evaluate the new artificial intelligence applications in Jordan, especially those which can affect digital marketing development. Besides, the researcher designed questionnaires which were given on the basis of a technique of simple sampling. Moreover, they were applied on the Jordanian telecommunications companies. A number of 375 questionnaires were distributed. Furthermore, a number of 320 samples were gathered. The result was 85% response rate concerning all the respondents’ responses. The researcher relied on reliability test, descriptive analysis, and multiple regression tests, which were applied to achieve the objectives of this research. Furthermore, this study’s results reflected a positive effect of Artificial Intelligence applications; namely, expert systems, evolutionary computation as well as neural networks, on digital marketing development. However, Jordanian employees are concerned with Artificial Intelligence applications; expert systems, evolutionary computation as well as neural networks, on the basis of their perception’s analysis. Such applications can develop the digital marketing in the Jordanian telecommunications companies. Finally, this study’s results make it clear that companies have to improve those applications to enhance digital marketing world.